Konica Minolta is moving from print solutions to digital workplace solutions. Workplace Hub is the first step. It’s a new category of innovations that empower people to work and collaborate more efficiently. The brand needed to evolve to demonstrate the shift in business, disrupt the market, but not disrupt the brand.
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Workplace Hub innovations are built around and adapt to human behaviour. The proposition of ‘IT on your terms’ captures this idea. The visual identity shows people working at their best, free and enabled by technology. A clear and bold tone of voice and copy, iconography and an infographic explain the complex detail in simple, human terms, and done in the context of the existing brand.
The brand was tested globally throughout its development, was well received by leading technology titles at launch, and is multi-award-winning. It is part of an ongoing relationship with Konica Minolta to help position and communicate their digital workplace offer, including the strategy and framework for global IT services acquisitions to migrate under one proposition.
Director of marketing communications, Konica Minolta Inc.
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We created a distinct campaign to stand out in a competitive and crowded marketplace.
We created a game-changing brand that’s distinctive, bold and engaging, built around the uplifting ‘Joy to go’.
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